Remember back in March and April and May of 2020, when people prefaced their plans for the future with, “When we get back to normal”? We never did, and we never will. The COVID experience has forever changed how all of us view the world, how we interact with each other … and, of course, how we interact with healthcare brands and what we expect from them. In seeking out insights from pharma’s wise heads for Med Ad News’ annual Agenda report, we tried to maneuver around COVID at least a little, to see what else was going on in the industry. But the plain fact is that we couldn’t, not really.

Investor interest in the development of prescription digital therapeutics (PDTs) grew enormously in 2021, spurred by the telehealth boom of the pandemic. But determining approval pathways with regulators as well as methods to prove the value of prescription digital therapeutics (PDTs) will be essential in making sure that payers accept these very new treatments, according to Med Ad News’ annual special feature, “Value of Medicines.”


The world’s leading COVID-19 vaccine and therapeutic manufacturers continue to develop treatments for the waves of variants as well as life-changing therapies for disease areas outside the world of coronaviruses. The world’s efforts to combat the global pandemic continue to evolve, as does Coronavirus Disease 2019 as variants and subvariants constantly toss volleys of grenades at the battlefront lines.

Med Ad News 40th Anniversary

1982 marked much more than pop music and classic movies. That year, Karl and Styli Engel kicked off a newsletter aimed at a particular audience: advertising agencies serving healthcare marketers. A lot of changes have occurred in healthcare marketing during the past 40 years – including the rise and fall of the salesforce, adoption of digital, and the advent of omnichannel marketing – and Med Ad News continues to highlight and analyze the trends.

Jon Bigelow, Thayer Pond Solutions

Each new president enters the White House with big dreams and unique challenges. For President Joe Biden, 2021 was dominated by the evolving COVID-19 pandemic, an historically difficult transition of power, and a focus on packing an ambitious combination of economic relief, infrastructure investment, and social spending initiatives into a handful of multi-trillion dollar omnibus bills to push through a tightly-divided Congress.

Artificial intelligence has the potential to transform the speed, sophistication and safety of drug discovery, yielding better medicines and vaccines. AI models can help us understand the biological “languages” that govern gene regulation and function. Understanding this language is key to working out what protein in a cell a medicine should target.

Clarivate’s newest Drugs to Watch Report identifies and provides in-depth analyses of drugs entering the marketplace or having key indications launched in 2022 that are projected to attain blockbuster status by 2026.

Like any reacting species in the natural world, organizations need a minimum level of activation energy to undergo change. For healthcare companies on the forefront of digital transformation, the pandemic gave it to them.

It’s all about me (well … the end user, that is). Due to COVID-19 playing a significant role with shifting perceptions towards pharma and media consumption, people are more empowered than ever, as well as more connected.

Med Ad News asked industry experts
to write their own questions and answers about what will have a major impact on pharma marketing during 2022.